Building intelligence from customer relationship management events
View Patent ↗Some embodiments provide a data intelligence extraction system for extracting intelligence from different events that are generated by separate and independently operating event generating sources within a business, wherein each event generating source records some set of business activities and the data associated with those activities. The intelligence that the system extracts includes a cradle-to-grave accounting for the engagement that different entities have with a business over the entirety of the entity-to-business relationship. This cradle-to-grave accounting is formed by the system linking events that are related causally, temporally, or on the basis of an entity to which they relate. The system then constructs data assets to capture the data from the linked events, and in so doing, provide the business with assets that compile the data the business has obtained on the different entities over the cradle-to-grave engagement with those entities.
1. A system comprising:
a first subsystem comprising a first storage and at least a first machine connected to a telephone system of a business, the first machine generating a plurality of call events from telephone communications between representatives of the business and a plurality of external entities and storing the plurality of call events to the first storage, each call event of the plurality of call events comprising data about at least one of an inbound call or an outbound call between the business and a user;
a second subsystem operating independent of the first subsystem, the second subsystem comprising a second storage operated independent of the first storage and at least a second machine connected to computer systems of the business representatives, the second machine generating a plurality of business events from activity performed by the business representatives and storing the plurality of business events to the second storage separate from the plurality of call events, each business event of the plurality of business events comprising data identifying an activity performed by a representative of the business in association with a user; and
a data intelligence extraction subsystem comprising a third storage and at least a third machine with a processor and operating by execution of the processor to (i) aggregate the plurality of call events from the first storage and the plurality of business events from the second storage to the third storage, (ii) match a first business event from the plurality of business events comprising first data directed to a particular user with a first call event from the plurality of call events comprising unique second data identifying an activity that a business representative performs in association with the particular user, and (iii) compile a data asset for the particular user by appending the first data from the first business event and the second data from the first call event, wherein the data intelligence extraction subsystem tracks a cradle-to-grave engagement between the business and the particular user by further appending to the data asset unique third data from any of a second call event and a second business event subsequently generated by the respective first or second subsystem as a result of a subsequent interaction between the business and the particular user.
2. The system of claim 1 , wherein the data intelligence extraction subsystem further comprises non-transitory computer-readable storage providing a staging area that stores a copy of the plurality of call events and the plurality of business events.
3. The system of claim 1 , wherein the first subsystem operates independent of the second subsystem and generates the plurality of call events independent of the plurality of business events.
4. The system of claim 1 , wherein the data intelligence extraction subsystem further operates by execution of the processor to associate the first business event to a campaign associated with a telephone number that is part of the data of the particular first call event but not associated with the first business event.
5. The system of claim 1 , wherein the data of the first call event comprises a telephone number of the particular user and the activity of the first business event comprises a lookup of a profile of the particular user.
6. The system of claim 5 , wherein the data intelligence extraction subsystem further operates by execution of the processor to link the first call event to the first business event based on the telephone number of the first call event and the profile lookup of the first business event being directed to the same particular user.
7. A computer-implemented method comprising:
communicably coupling a call event generating first subsystem to a telephone system of a business, wherein the telephone system comprises a plurality of telephone terminals operated by a plurality of representatives of the business;
communicably coupling a business event generating second subsystem to computer terminals of the plurality of representatives;
generating by a processor of the first subsystem, a plurality of call events from telephone communications between representatives of the business and a plurality of external entities, each call event of the plurality of call events comprising data about at least one of an inbound call or an outbound call between the business and a user;
generating by a processor of the second subsystem, a plurality of business events from activity performed by the business representatives, each business event of the plurality of business events comprising data identifying an activity performed by a representative of the business in association with a user;
matching by a processor of an event generation system, a first business event from the plurality of business events comprising first data directed to a particular user with a first call event from the plurality of call events comprising unique second data detailing an activity that a business representative performs in association with the particular user; and
compiling by the processor of the event generation system, a data asset for the particular user by appending the first data from the first business event and the second data from the first call event;
tracking a cradle-to-grave engagement between the business and the particular user by further appending to the data asset unique third data from any of a second call event and a second business event subsequently generated by the respective first or second subsystem as a result of a subsequent interaction between the business and the particular user.
8. The computer implemented method of claim 7 further comprising linking a second business event from the plurality of business events to one of the first business event and the first call event based on a temporal overlap identified in the data of the second business event and one of the first business event and the first call event.
9. The computer-implemented method of claim 8 further comprising adding data from the second business event to the data asset.
10. The computer-implemented method of claim 7 further comprising linking the first business event to the first call event by identifying that the activity of the first business event is a consequence of the call of the first call event.
11. The computer-implemented method of claim 7 further comprising linking the first business event to the first call event based on a temporal overlap between the activity of the first business event and the call of the first call event.
12. The computer-implemented method of claim 7 further comprising linking the first business event to the first call event based on a unique identifier identifying a common entity in the first business event and the first call event.
13. The computer-implemented method of claim 12 , wherein the unique identifier is a DUNS number.
14. The computer-implemented method of claim 7 further comprising generating a report from the data asset, the report presenting a plurality of interactions between the business and the particular user occurring over time including at least an initial interaction between the business and the particular user at a first time and a last interaction between the business and the particular user as a subsequent second time.
15. The computer-implemented method of claim 7 further comprising tracking within the data asset, a first count identifying a number of instances the first data is found in (i) call events generated as a result of subsequent telephone communications with the particular user and (ii) business events generated as a result of subsequent interactions between business representatives and the particular user.
16. The computer-implemented method of claim 15 further comprising tracking within the data asset, a second count identifying a number of instances the second data is found in (i) call events generated as a result of subsequent telephone communications with the particular user and (ii) business events generated as a result of subsequent interactions between business representatives and the particular user.
17. The computer-implemented method of claim 16 further comprising verifying the first data over the second data when the first count is greater than the second count and when the first data and the second data specify differing values for a common data element.
18. The computer-implemented method of claim 16 , wherein the first data comprises a first identifier for contacting the particular user and the second data comprises a second identifier for contacting the particular user, the method further comprising identifying the second identifier as a primary means for contacting the particular user and the first identifier as a backup means for contacting the particular user when the second count is greater than the first count.